From Interface to Intention: The Convergence of UI, UX, and Brand Awareness in Online Food Delivery

Abstract

This research aims to determine the influence of user interface, user experience, and brand awareness on shopeefood purchase decisions with purchase intention as mediation. This study uses a quantitative approach. The population in this study are Shopee application users whose total cannot be estimated. The number of samples is 142. Data collection techniques are questionnaires and documentation. Data processing in this research uses smartPLS SEM (Partial Least Square - Structural Equation Modeling) software. The research results show that User Interface, User Experience, and Brand Awareness influence Shopeefood Purchase Intention. User Interface and Brand Awareness influence Shopeefood's Purchase Decision. User Experience has no influence on Shopeefood's Purchase Decision. Purchase Intention influences Shopeefood's Purchase Decision. There is no influence of the User Interface on Shopeefood's Purchase Decision which is mediated by Purchase Intention. But Purchase Intention Mediates the influence of User Experience on Shopeefood's Purchase Decision. Likewise, Purchase Intention mediates the influence of Brand Awareness on Shopeefood's Purchase Decision.